Antecedents of nation brand personality

被引：18
|
作者：
Song Y.-A. [1 ]
Sung Y. [2 ]
机构：
[1] Department of Advertising, University of Texas, Austin, TX
[2] Temerlin Advertising Institute, Southern Methodist University, Dallas, TX
来源：
Corporate Reputation Review | 2013年 / 16卷 / 1期
关键词：
brand personality; nation brand personality; nation branding; nation image;
D O I：
10.1057/crr.2012.24
中图分类号：
学科分类号：
摘要：
Given the increasing popularity of nation branding across the globe, brand management at the symbolic level is a critical component of a nation's brand management program. By surveying a US sample of 304 college students, the current study identified a total of five primary antecedents of nation brand personality: government competences, people/events, natural features, pop culture and arts/history. The results also show that government competences, natural features, and pop culture are crucial antecedents in nation branding; they increase chances of a positive nation brand personality dimension (eg, agreeableness, assiduousness) or decrease the possibility of a negative dimension (eg, snobbism). © 2013 Macmillan Publishers Ltd.
引用
收藏
页码：80 / 94
页数：14
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